BRIEFING
We were challenged to renew and strengthen Grupo Rio’s identity in the competitive real estate market, in order to increase its visibility and convey trust, innovation and consistency. The project was based on a new brand essence. The new visual identity and a new communication strategy highlight the Rio Group’s legacy and its diverse portfolio of residential, retail and designer housing projects.
NAMING AND BRAND SIGNATURE
The name “Grupo Rio” derives from the river that flows behind the house of the founder, Nuno Afonso, in Monção. This name reflects the company’s origins, its fluidity, adaptability and constant search for innovation and growth. The name has been preserved, and a renewed visual identity has been created to better communicate the nature of the brand.
“Building dreams with new living forms” is Grupo Rio’s new brand signature, and expresses its mission to create spaces that go beyond buildings or structures. They inspire life, dreams and hope. Grupo Rio is dedicated to turning every project into an opportunity to bring people’s visions to life, providing them with spaces to live, work and express themselves in ways that were not possible before.
VISUAL IDENTITY
Grupo Rio’s visual identity has been reimagined through an analogy with a pillar, an essential structural element in architecture and civil engineering, which symbolizes strength, stability and safety. Inspired by the blueprints and millimeter sheets used by engineers and architects, the design of the new logo incorporates a square grid, which refers directly to the use of squares to represent the pillars in Grupo Rio’s blueprints.
The arrangement of the nomenclature “Grupo Rio” in relation to the logo was inspired by the captions on architectural plans, in order to reinforce the brand’s link with its architectural base. This choice reinforces the brand’s innovative character and its attention to detail, in line with its tone of voice.
THREE-DIMENSIONAL SHAPE OF THE LOGO
The logo is made up of simple, robust geometric shapes, based on the idea of solid, stable structures. Its three-dimensional form also symbolizes the Grupo Rio’s ability to transform architectural visions – initially conceived on paper – into tangible, habitable realities.
The design also allows the logo to come to life through digital animations.
SYMBOL AS A GRID FOR GRAPHIC PIECES
Our communication materials are designed based on the logo symbol, a key part of our identity. Each of its three modules represents one of the letters of the word “Rio”. These elements are fundamental to the creation of the grids for our graphic materials, guaranteeing a cohesive visual identity at all the brand’s points of contact.
When creating promotional materials such as flyers and posters, we opted for a dynamic and flexible approach. By creatively rearranging the modules of the logo, we created layouts capable of standing out and reflecting the necessary adaptability.
